Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
Be the generation that ends smoking and #FinishIt
truth® is a non-profit youth brand with a mission to combat teen smoking. We measure success by how many young people we prevent from smoking. To change social norms & behavior, we impart knowledge to shift attitudes, change beliefs, and ultimately impact behavior.Despite challenges created by shifts in youth culture, an evolving tobacco industry and a constantly evolving media landscape, we’ve been instrumental in cutting the teen smoking rate by nearly 33% in the past four years, and responsible for keeping 2.4 million 15-24 year olds from smoking.
Client: Truth Initiative
3 years: it's not a matter of money
Tochka Bank is a pioneer to work with legal bodies only, not to have offline offices and to conduct payments 24/7. It formed the category of “A bank for entrepreneurs”; its philosophy is the client’s success. A ‘different’ bank needed unique advertising. We went through hell and zombies with the Bank. We spoke about the Bank’s values on the language of classic literature and action movies and genuinely supported its clients. After 3 years of cooperation, Tochka’s client base grew so much that it became necessary to launch an HR-campaign to attract new employees to work with new clients.
Brand: Tochka bank
Client: Tochka bank
Language: English, Russian
How Lidl Grew A Lot
This is a case study in how brands grow. Sustained investment in broad reach media drives a significant and continued increase in customer penetration, removing perception roadblocks to growth and delivering profitable growth. Penetration drives growth. Advertising drives penetration. Investing in share of voice over and above share of market allows a small challenger to take on established behemoths in a fiercely competitive market. Except that, as a result of the approach described in this paper, Lidl isn't so small anymore.
Client: Lidl UK